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Well it certainly helps to be creative, but in reality I think any content of value will easily achieve similar results. Obviously in these videos a large budget helps as well.
Very interesting video about the knife. I think the lesson we can learn from these companies is that we have to be very creative and stand out of the competiton. It's not easy but very effective.
From search engine submission you meant directory submission in which we submit site url into the search engine like Google, yahoo etc.